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This issue of the Journal of the Academy of Marketing Science (JAMS) is the final of my term as editor of the journal, although the next several issues will contain articles accepted during my time as editor. It has been a privilege to continue my predecessors’ editorships, most immediately...
Achieving customer loyalty is a primary marketing goal, but building loyalty and reaping its rewards remain ongoing challenges. Theory suggests that loyalty comprises attitudes and purchase behaviors that benefit one seller over competitors. Yet researchers examining loyalty adopt widely varying...
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